The days of marketing to a homogeneous group of consumers from a unified culture is now ancient history. Today, the U.S. multicultural population comprises approximately 100 million people, nearly half of the nation and a huge part of any market. If your marketing strategies don’t target this rapidly growing population, it’s time to step into the present and embrace the future. Discover five ways to make your marketing campaign work across cultures.

Be Inclusive

In the 21st century, Hispanics make up the fastest growing ethnic group in the U.S., with an expected growth rate of 167 percent during the 40-year period between 2010 and 2050. Even in the short term, as the Miami Herald explains, Hispanics will form nearly 40 percent of new households in the U.S. over the next decade.

Of course, Hispanics aren’t the only ethnic group that is growing rapidly. The United States Census shows that the fastest growing population in recent years has been Asian-Americans. Going forward, a Pew Research Center study shows that by 2060, 45 percent of the U.S. population will include African-Americans and Hispanics.

With multicultural groups soon to become the majority share of the U.S. market, any sales campaign will need to include these groups in a significant way. Marketers must learn the languages of these groups, so to speak, and incorporate multicultural strategies in campaigns to extend the reach of and appeal to diverse, multicultural campaigns.

Embrace Diversity

Business experts at Inside Indiana Business explain that marketers can no longer assume that a singular message will reach all audiences effectively. Get to know your consumers and assess their unique needs. Consider their cultural past and find emotional ways to connect with what’s important to them, whether it’s family, music, religion or something else.

Research has shown that developing parallel platforms for diverse audiences can become an effective way to include all components of a market. To target Hispanic consumers, for instance, the NBA didn’t simply translate its standard website into Spanish. Instead, the NBA created a parallel version of its website, known as Éne•bé•a. This new version specifically targets the Hispanic market not only through language but also with content designed to appeal to consumers’ emotional ties to the players and desire to connect with them on a more personal level.

Since 2000, Hispanic buying power has more than doubled and is currently more than $1.2 trillion, according to DestinationCRM.com. In 2015, the buying power of African-Americans is expected to nearly match this figure, according to MediaPost. Increased funds, greater education and more clout in the marketplace mean that these groups are critical to the success of any campaign. With funds like these at their disposal, these cultural groups are certainly ones that your marketing strategy can’t ignore.

Make Multiculturalism a Priority

Turn multiculturalism into your marketing team’s first line of thought instead of a realization after the fact. Incorporate multicultural thought into all of your marketing and branding efforts, considering how campaigns and promotions will affect various groups. Do this incorporation now, or you’ll find your team scrambling to make major changes to catch up with the rest of the market.

Find a way to start a conversation with these diverse groups, instead of simply delivering the same message you’re sending to your traditional consumer groups. Do some on-the-ground research, connect with your target groups through social media and be sure you’re marketing to them using effective methods. When considering how to target marketing campaigns to multicultural groups, don’t forget to include other demographic factors into your analysis.

Various groups in the U.S., for example, skew one way or another in terms of age. The African-American market in the U.S. skews relatively young, with more than half of consumers younger than age 30, according to MediaPost. Use this knowledge to develop more specialized targeted marketing, particular products, and specific campaigns.

Focus on Social Aspects

Multicultural campaigns with a social focus tend to succeed. This idea is no surprise, as research from the Pew Center shows that multicultural audiences use social media more than their peers. Latinos are considered the quickest growing group of mobile users, while African-Americans lead the way with Twitter usage, according to the Houston Chronicle. Marketers must prioritize connecting with these groups via mobile campaigns and social media efforts.

Similarly, Hispanics tend to show significant brand loyalty, which goes together with social media. As the Miami Herald explains, Hispanics are four times more likely than other groups to share branded content on a variety of social media platforms. Consider targeting multicultural groups with unique campaigns, and you may find that your fans will spread your message for you.

Don’t Wait to Jump Into the Hot New Trend

Some social media platforms or trendy marketing techniques don’t stick around for too long. If your analysis shows that your customers are using and responding to new platforms and technology, then your marketing team should feel confident to jump in while these communication tools are in use. Start using platforms while they are still relevant and target your customers on their terms. You might be pleased with the results.

Keep in mind that many multicultural groups simply don’t respond to traditional print media. These audiences quickly become early adopters and they seek and engage in with newer technologies and platforms. Contemporary marketing strategies must include not only online marketing and social media, but also the newest trends in technology.

In the 21st century, marketing across cultures is no longer just an option for marketing campaigns. Rather, this approach to multicultural marketing should be a critical and primary part of any marketing campaign. Make multicultural marketing a priority with diversity and inclusiveness. When you engage diverse audiences with your mission, you can watch your brand grow and expand.

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